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Promotion of US cotton materials in Asia
02
Jun '12
Cotton Council International (CCI) and Cotton Incorporated's annual "Cotton Day" celebrations throughout Asia were the most successful to date, with approximately 1,000 industry representatives in attendance and more than $10 million in earned advertising value. The events in Thailand, Taiwan, Korea and Japan highlighted U.S. cotton and featured industry leaders, press interviews and celebrities.

Cotton Day Thailand kicked off CCI's Teddy Bear Ambassador campaign, enlisting COTTON USA licensees and 27 brands. Participating brands will display 5,000 bears, made with 100 percent U.S. cotton materials donated by local mills, at retail stores throughout Bangkok. The U.S. Ambassador to Thailand spoke at the event and wore a 100 percent U.S. cotton dress.

Cotton Day Taiwan featured a TV commercial launch by singer-songwriter Fan Fan and a sold-out concert for the performer SHOW. More than 30 television outlets reported the event.

Cotton Day Korea enlisted a top designer and celebrity to display "Cotton Contemporary," a vision of cotton as high fashion on the runway. Cotton Day Korea also featured a fashion show featuring three brands. Media coverage of the event is expected to reach several million in U.S. dollar equivalent value. In addition, the U.S. Ambassador to the Republic of Korea hosted a dinner for top Korean executives and the CCI/Cotton Incorporated delegation.

Cotton Day Japan featured three celebrities who received awards for their contributions to cotton promotion. In addition, Miwa, CCI Japan's spokesperson, sang her newest single "Cotton Season" for more than 250 industry members in attendance.

Cotton Council International (CCI)

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